1、 毕业设计(论 文) 网络购物行为分析 系 别 商贸系 专 业 市场营销 班 级 姓 名 指导教师 2012 年年 6 月月 8 日日 网络购物行为分析 摘 要 在中国，网络购买以其不可忽视的力量影响着个人、产业、经济乃至整个社会，推 动了中国经济的增长和社会的成熟，加速了信息社会的进程。网络购买行为在当今生活 中的重要性，也引发了对网络购买行为的研究，文中分析了网络消费者的需要具有个性 化、多样化、选择商品理性化、受价格影响等特点；网络消费者的购买动机分为需要动 机和心理动机两部分；网络消费者的购买行为受市场营销因素、外界环境因素、个人特 征、心理因素等影响。企业在对影响消费者网络购物行为的
2、因素了解的情况下，有利于 企业制定出有效的营销策略。同时希望网络购买行为越来越规范，从而促进我国网络购 物有序、健康发展，提升现代服务业发展水平有很大作用。 关键词：网络购物，网络消费者 The online shopping behavior analysis Abstract In China, the network to buy with its force that cannot be ignored, influence personal industry, economy and society, promoted the growth of Chinas economy and
3、 society mature, accelerating the process of information society. Network purchase behavior in todays life, the importance of network also sparked purchase behavior research, this paper analyzes the network consumers need has the personalized, diversified, and choose goods rationalization, affected
4、by price etc; Network consumers purchasing motivation need motivation and psychological motivation is divided into two parts; Network consumers purchasing behavior by market marketing factors and outside environment factor, personal characteristics, psychological factors influence. Enterprise the influence factors of network consumers shopping behavior understanding, benefit to the enterprise develop effective marketing strategy. At the same time hope network purchase behavior more
